direct mail

Defining Target Audience

When it comes to selling, defining your target audience is essential to success. Most products fall into a niche market and are only appealing to select people. At Admail West, we spend so much time looking at data to better understand what makes your target audience so special. Then, we market to those qualities. This strategy provides excellent results, every time.

Let’s say you are in the solar panel industry. Your company installs and services solar panels on residential properties. This example is easy enough to figure out the target. The target audience is homeowners. However, targeting more affluent homeowners with larger electricity bills is an even better target market. The question is then what is the process for defining your target audience?

Consider the following:

1)       Creating a profile for different types of potential customers

2)      Determining where the audience is. (This pertains to where they are geographically but more so where they are ‘media wise’.)

3)     Researching past success of other competitor companies

4)     Looking at the profiles of people who have purchased product from you in the past

5)     Establishing behaviors of purchasing clients through campaign analytics

Start with the small stuff, like location. For example, it’s dark in Norway for half the year, so we aren't going to market solar panels to them. Sorry Norway. If you are thinking Geographically, maybe focus on sunny areas like San Diego. See it's not so hard defining target audience for your company?

It’s fair to assume that there is at least one computer in any of the target households and it is possible, if not probable, that at least one head of the household is using social media. Unless you are targeting a much older demographic, you target audience is primarily online.

Choose a Way to Reach Your Target Audience

PPC or Pay per Click advertising, are the ads presented at the top and sides of your Google search results. They are triggered by certain search terms. Homeowners searching something like ‘saving energy’ or ‘green technology’ may see PPC ads for solar companies or energy saving appliances. This is an effective means of targeting and advertising to a specific group of people.

Most people have some means of social media to stay connected. Once you have a target audience, try and reach them through ad campaigns. Facebook is great way to target certain demographics and they have their own advertising similar to PPC. An ad you place with Facebook would be presented to certain homeowners based on their age, profile content and search history. After that it is hopefully being clicked on by homeowners who are interested in your product or services.

Anything else we can assume about homeowners? They have mail boxes. Purchasing a mailing list of a specific demographic, and sending out direct mail is a great way to market your business.

Admail West creates custom marketing strategies and is an awesome direct mail service. We have created successful marketing campaigns for all types of businesses. If you’re looking to increase marketing efforts for your business, contact our team at Admail West and find out how we can help you find and reach your target audience.

Who else is Using Direct Mail?

Benjamin Franklin saw the importance of having a national mail service. As a supporter and lead advocate for this service, he became the United States first Post Master. Franklin also understood the value of Direct Mail and used it to promote his books. In the late 1700’s, Franklin would send out catalogs of his works to local readers. Many successful companies continue to follow his lead. This marketing strategy has existed for a much longer time than most of us realize. But just because direct mail has been around for centuries, doesn’t mean it’s outdated or any less effective. Despite our booming technology and resulting inclination to “go paperless”, successful companies are still finding great value in direct mail marketing campaigns.

The Fast food industry is an example of companies that frequently use direct mail. With simple coupons for their delicious, glorious, grease filled foods; they are able to boost sales significantly during slow periods at their restaurants. Using data that either company has at its disposal, it is possible for them to determine when their respective restaurants could use a bit more traffic and base their mail send outs around this information.

Similarly, leading auto insurance companies frequently use direct mail to reach customers. In combination with successful online marketing campaigns and television commercials, direct mail creates a great three way attack to keep your company on customers’ radar.

Of all the companies to use direct mail, the one that may be the most surprising is Google. In recent years Google has been known to use direct mail to promote various services. Considering Google is one of the biggest tech companies in the world and regarded as very progressive in the way they operate as a business, this speaks volumes for the effectiveness of direct mail.

Any of these major companies can prove the effectiveness of direct mail, and there is no doubt it can help smaller businesses as well. Admail West can create a campaign that works for your company, no matter what size. For more information visit us at admailwest.com or contact us

Benefits of Direct Mail

The benefits of Direct Mail are the ways it has remained one of the strongest forms of advertising available to companies. There is a multitude of direct mail benefits that can help revolutionize your company. Recently, the CMO Council released a study that indicates that 79% of consumers will act on direct mail immediately. In a digital world, the benefits of direct mail pieces has not been lost but is stronger than ever. This means companies looking to grow will benefit greatly from direct mail campaigns that compliment their online marketing. The amazing thing about modern marketing is that there are endless opportunities for companies interested in broadening their horizons and staying in front of customers, right in their homes.

When it comes to reaching consumers, the psychology behind advertising justifies any direct mail marketing. Mindtools.com, a site dedicated to essential skills for career minded individuals, touches on learning styles that directly influence the memory of individuals (or in this case, consumers). Kinesthetic (touch) learners and visual learners make up over half of the population. This means that for a large amount of consumers, they remember products and services better through physical touch or visual aid. The benefit of Direct mail pieces is that they take those styles into account and provide consumers with a handheld representation of your business in a way online marketing cannot. (Don’t worry, we aren’t discrediting online marketing, that would be crazy.) Direct mail will help your company stay memorable, and in a fast paced marketplace, that is an invaluable trait.

As if that isn’t enough, here are a few ways Direct Mail matters to your company.

The Benefits of Direct Mail:

  • Easy to track campaigns that encourage customers to visit your storefront
  • Flexibility in image, size, and shape
  • Niche Target Marketing- Reach a specific type of person based on income, interest, location, and more
  • Remain in front of your clients, offline.

Direct Mail is one of the services Admail West does best. For a quote or to better understand what direct mail can do for your company, fill out the form in the sidebar. You could be in the mail sooner than you imagined.

Getting Past Online Marketing Failures

Online marketing, even with trial and error, is an excellent way to gain newfound success. With older companies, the switch to online marketing requires strategy and time.  Frequently, a misstep can discourage companies from continuing online marketing. However, with expert help at setting realistic goals and a redefinition of progress, your company can succeed easier than you ever imagined. Online marketing is a great way to propel your company into the future and solidify the newer generation of consumers as your loyal clients.  What Admail West loves is that even an online marketing “failure” can be re-evaluated and turned into that thing that brings your next big success.

Online Marketing Failures Turned to Successes

Social Media Marketing

This occurs often in small businesses. An owner attempts a social mediamarketing which costs much more in time than the revenue it generates. While some business owners would quit here, we find this to be the best opportunity to step in. Failure is data, and data is a better understanding of your customers' behaviors. In marketing, there are no failures, there is only more information. Taking into consideration what does not work allows you to hone in on the science of what does. With the right understanding of your information, your social media will become a powerful tool. It doesn't matter than it hasn't worked in the past.

PPC Advertising Gone Stale

PPC ad campaigns that failed often turn business owners off of integrated marketing. However, behind every single PPC campaign is a wide variety of data that Google stores. That information allows experts to create a strategy for you that not only boosts PPC response, but also flows into all forms of your online marketing. You'll never see a lack of leads or low click rate as failure. See it as data for the best strategy for your next time around.

The Grass Is Greener

There is great opportunity in our failures. We just have to look clearly, looking back at them and investigating what went on will narrow down your strategy till it’s spot on. Our team at Admail West can help you analyze past online marketing and devise a plan for your next marketing campaign. In reality, knowledge is power. Every attempt is one step closer to success.

Contact us today for an online marketing audit. We can help!